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Carri Bugbee

Ad-free SVOD set to accelerate TV ad revenue declinenScreenMedia - 0 views

www.nscreenmedia.com/celerate-tv-ad-revenue-decline

socialTV social TV OTT streaming over-the-top ad revenue advertisers Netflix

shared by Carri Bugbee on 03 Feb 15 - No Cached
  • SVOD providers are particularly problematic for broadcasters and their advertising partners, because they hurt ad supported television in a number of ways: Consumers with SVOD subscriptions replace time spent watching ad supported television with ad free SVOD watching With so much of online video viewing time spent watching ad free, those quality ad opportunities that are available are more expensive to buy Consumers get a decreased tolerance for advertising as they grow used to seeing content uninterrupted.
  • U.S. ad agencies spent 2% less on broadcast TV networks in the 4th quarter of 2014 and 16% less on national cable TV. The company also found that, if you exclude the Olympics, broadcast ad revenue would have declined 2% for the full year (it increased 4.1% when the Olympics are included.)
  • online originals are growing prodigiously and a good proportion of that inventory will provide advertising opportunities. For example, Alex Carloss, YouTube’s head of original programming, announced the site would be funding more original programming in the same way it did in 2012.
Carri Bugbee

7 in 10 Connected TV Viewers Act On, Interact With Ads - 0 views

www.marketingcharts.com/...act-on-interact-with-ads-23041

socialTV ads television advertising

shared by Carri Bugbee on 11 Feb 13 - No Cached
  • 71% of connected TV users report having taken an action as a result of the ad (e.g., by clicking on the ad to learn more), and 19% say they have purchased the product mentioned in the ad, according to [pdf] an August 2012 report from YuMe. Of 7 possible actions identified, the most common was visiting the website mentioned in the ad, by 30% of viewers.
  • Other actions taken by these viewers included: looking for information about the product (26%); looking for a product to purchase in a store or online (also 26%); liking or following a brand or product (25%); considering purchasing the product mentioned in the ad (also at 25%); selecting or clicking on the ad to learn more (23%); sharing information about the product or brand with others (21%); and telling someone else about the information in the ad (also 21%).
Carri Bugbee

MediaPost Publications Clyp Job: Invidi Teams With Ad Tech Start-Up To Build TV's Progr... - 0 views

www.mediapost.com/...th-ad-tech-start-up-to-bu.html

ad tech advertising television tv

shared by Carri Bugbee on 06 Sep 13 - No Cached
  • the biggest developer of addressable TV advertising technology, Invidi, is partnering with Clypd, a promising ad technology start-up that wants to create  marketplace for buying and selling TV that works just like online’s programmatic exchanges.
  • a wide variety of technology players have set their eyes on transforming the $60 billion-plus TV advertising marketplace, including big agency holding companies, their trading desks, and online video technology companies such as Tremor Video, YuMe and Adap.tv, which is being acquired by AOL and recently became the preferred video ad-buying platform for Interpublic’s Mediabrands.
  • the reason the deal between Invidi and Clypd is significant, is that Invidi is the only player to have built and deployed the kind of addressable TV advertising technology that will enable advertisers and agencies to target and buy audiences the way they buy online audiences -- at the individual level.
  • ...2 more annotations...
  • Easier said than done. Unlike online, which has had a relatively seamless and simple-to-use tool for identifying, targeting and serving ads to individual users -- browser-based cookies -- TV’s infrastructure is old, convoluted and has so far lacked that kind of audience targeting precision.
  • One of the big obstacles, he says, is that unlike online where cookies have enabled such targeting and buying, TV wasn’t able to do it until a sizeable addressable TV advertising infrastructure was put in place. Based on its most recent contracts with TV distributors, Invidi claims to have agreements to distribute its addressable TV ad technology in about 80% of the non-over-the-air TV advertising marketplace.
  • Carri Bugbee on 06 Sep 13
     
    ad technology start-up that wants to create  marketplace for buying and selling TV
Carri Bugbee

NBC Is First TV Network to Buy Facebook Video Ads (EXCLUSIVE) | Variety - 0 views

variety.com/...video-ads-exclusive-1201174151

social tv television socialTV facebook video ads advertising

shared by Carri Bugbee on 14 May 14 - No Cached
  • For Facebook, the new Premium Video Ads are an attempt to capture TV-size ad dollars with the lure of offering targeting capabilities — as well as reach — that television can’t match.
  • The video ads “autoplay” when a Facebook user scrolls through his or her newsfeed, but the sound is muted by default. As with any new form of advertising, the approach risks irritating users: NBC’s promos have already garnered a few negative comments (“Why can’t I get this crap off my timeline,” one commenter said) but generally reaction has been favorable.
  • Beatty said NBC will evaluate the effectiveness of the Facebook video ads in the short term on engagement and metrics like number of shares.
Carri Bugbee

Twitter, Starcom MediaVest Group Research Shows That Twitter Is Helping TV Ad Campaigns - 0 views

marketingland.com/-starcom-mediavest-group-87780

socialTV social tv television TV Twitter

shared by Carri Bugbee on 26 Jun 14 - No Cached
  • evidence that combining Twitter and TV results in strong gains in brand awareness, TV ad recall, engagement with television shows and sales lift.
  • lab results demonstrate that Twitter’s ability to amplify significant cultural moments, far beyond original broadcast audiences.”
  • The Social TV Lab findings, compiled from various sources, including Nielsen’s Brand Effect for Twitter, Datalogix’s matched household modeling, Twitter’s in-tweet surveys, looked at results for campaigns from 15 U.S.-based SMG clients as well as general social TV engagement.
  • ...4 more annotations...
  • study found that people who use Twitter while watching TV are more engaged with shows and advertising, and therefore more valuable to marketers, than people who watch without Twitter.
  • or brands that used Twitter alongside their TV advertising, the study found on average a 6.9% increase in awareness for exposed audiences and significant increases for exposed and engaged audiences across awareness, intent and favorability measures.
  • sales increases of 4% on average in households exposed to ads on Twitter and TV vs. just TV ads alone.
  • 3. The Twitter / TV Multitasker is Here – and TV Ad Recall is High for them. Only one quarter of tweeting occurs during the ad break, and it was highest during reality shows (27%). This supports existing Twitter research that found viewers who are actively engaging in social media while viewing TV are genuinely paying attention to both screens as TV show tune away is less and ad recall was higher for TV Twitter multitaskers.
Carri Bugbee

TV x Twitter: New findings for advertisers and networks - 0 views

blog.twitter.com/...s-for-advertisers-and-networks

socialTV social tv television TV Twitter advertising

shared by Carri Bugbee on 08 Feb 14 - No Cached
  • Carri Bugbee on 08 Feb 14
     
    1. #hashtags in TV ads drive positive brand conversation. To analyze the impact of hashtags in TV ads on Twitter earned media, we studied more than 500 television commercials in the consumer electronics category. We analyzed over 63,000 comments in response to those ads, across more than 100,000 television airings. We found that hashtags drive significantly more earned media for brands. TV ads with hashtags had 42% more Tweets about the ads than those without hashtags. 2. Twitter keeps viewers tuned in to advertising. 3. Twitter makes TV ads more effective.
  • Carri Bugbee on 30 Apr 14
     
    People love to watch TV with Twitter. During recent events like #SuperBowlXLVII with over 24.9M Tweets about the game and halftime, or last season's finale of "Pretty Little Liars" with a record-breaking 1.9M Tweets (as measured by Nielsen's SocialGuide) it's clear that TV and Twitter are better together.
Carri Bugbee

Pay-TV Operators Gear Up for Internet TV Invasion - 0 views

www.brandchannel.com/...ternet-TV-Services-071713.aspx

television socialTV social TV TV

shared by Carri Bugbee on 18 Jul 13 - No Cached
  • Apple TV is reportedly developing ad-skipping technology so owners of a set-top box can watch shows commercial-free. The propsed deal with cable companies would reimburse programmers for skipped ads.
  • Google is really just hoping to beat Apple to the punch, despite the fact that the company already has its Apple TV streaming product on the market, according to The New York Times "Apple’s thinking… is that any next-generation television service must be set up in partnership with existing distributors, in part for quality assurance reasons. A future Apple service could include a user-friendly interface layered on top of Time Warner Cable or Cablevision’s channel lineup."
  • Adoption from the major networks is "very unlikely to support any service with their linear feed that allows for commercial messages to be skipped even if they get some form of compensation," Rino Scanzoni, chief investment officer for WPP's GroupM, told AdAge. "This is not a viable economic model and subscribers to the system would not pay an adequate premium to compensate for it." 
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  • However, Forbes points out the longer-term effect. “Cable companies get paid for the ads that consumers are no longer watching. Since ad rates are determined by eyeball counts, those rates will decline as more viewers opted-out, so cable companies will need to figure out new ways to make money.” 
  • Carri Bugbee on 18 Jul 13
     
    Intel
Carri Bugbee

Xaxis Promises to Bring Second-Screen Viewers Back to TV - ClickZ - 0 views

m.clickz.com/...cond-screen-viewers-back-to-tv

socialTV social tv television TV advertising ads spots commercials

shared by Carri Bugbee on 02 May 14 - No Cached
  • "This is not a Shazam-like feature. It happens before the ad is even broadcast,
  • ble to read the digital signals coming from the TV satellite feed (used for both satellite and cable TV), telling it when a TV spot from a specific brand has begun. It then triggers the launch of a mobile ad within three seconds of its detection of the TV spot.
  • On the other end, Xaxis targets users using data from TV audience measurement firm Kantar, which taps into about 1 million U.S. TV households. This could tell Xaxis, for example, which viewers index high for consuming television dramas or live vocal competitions. The campaigns are only designed to reach connected devices on a home Wi-Fi, rather than those who are on mobile devices, Finnegan says. "We want to reach people who are stationary and if they are on Wi-Fi we can assume they are hanging out at home," he notes.
  • ...3 more annotations...
  • A competitor of Xaxis, never.no, also offers a syncing product called Story a. It has implemented second-screen campaigns for P&G on Telemundo as well as campaigns on Bravo TV and USA Network. According to Kelly Moulton, chief commerical officer of never.no, the USA Network experienced a 20 percent lift in its C3 ratings from Nielsen as a result of a social spot tied into the Psych season finale.
  • "For a unified-screen strategy to really shine, all touch points need to be properly synchronized. The ad execution on the second screen shouldn't just be a repeat of the 30-second spot airing on broadcast; it should be complementary and draw a consumer in," says Redniss.
  • "If advertisers want to reach Amazing Race viewers, they don't care about reaching them only as they are watching the show," he says. The water cooler effect that happens around shows such as Mad Men continues on well into the next morning, he notes, making it a short-sighted strategy to just focus on the show. "It's all about having intelligence about the audience and reaching them where ever they are," he says. PlaceIQ uses Rentrak for its TV viewing data, which has access to 13 million households.
  • Carri Bugbee on 02 May 14
     
    telling it when a TV spot from a specific brand has begun. It then triggers the launch of a mobile ad within three seconds of its detection of the TV spot.
Carri Bugbee

Twitter Offers TV Audiences Without TV Advertising | Digital - Advertising Age - 0 views

adage.com/...245386

socialTV social TV Twitter tv television ads advertising Amplify

shared by Carri Bugbee on 23 Apr 14 - No Cached
  • Twitter introduced "TV conversation targeting" in the U.S. and the U.K. today, which lets marketers show ads to people who are tweeting about a given show before, during and after it runs
  • It will be available in Twitter's self-serve ad tool, not just to bigger brands with a direct-sales relationship.
  • Up until now, Twitter's pitch has been about extending marketers' TV buys. "Already buying TV? Make those ads work harder with Twitter," the pitch goes. But with the new tool, Twitter advertisers can buy viewers of a show whether they're also buying ads on TV or not.
  • ...1 more annotation...
  • not everyone can afford a TV ad, and this new option may be aimed at the have-nots
Carri Bugbee

Data Dive: US TV Ad Spend and Influence (Updated - Q2 2013 Data) - 0 views

www.marketingcharts.com/...v-ad-spend-and-influence-22524

social TV socialTV charts stats TV ads advertising

shared by Carri Bugbee on 06 Nov 13 - No Cached
  • TV ad spending growth continues to exceed the ad industry average, at least according to Kantar Media figures.
  • TV advertising has for now been able to withstand the digital onslaught that has contributed to plummeting print spend. (An analysis of TV versus online video consumption can be found here.)
  • TV currently remains easily the largest advertising medium in the US. (No huge surprises there.) Last year, PwC estimated that advertisers spent $63.8 billion on TV, about 75% more than they did on online ads and more than they did on all other traditional media combined.
Carri Bugbee

2013 Superbowl Ads Favor URLs, Hashtags -Not Facebook | Web Strategy by Jeremiah Owyang... - 0 views

www.web-strategist.com/...vor-urls-hashtags-not-facebook

socialTV social TV superbowl hashtags television analytics

shared by Carri Bugbee on 05 Feb 13 - No Cached
  • 75% of Brands integrate second screen experience, up 7%.
  • Hashtags, presumably aimed for Twitter, dominate over Facebook. Hashtag integration in ads dominated the airtime, with 38% of ads including Hashtags in visual display on ads,
  • Summary: Expect Hashtags to Overake Corporate Websites in 2014 Brands prefer deeper integration on their own website and leverage over-arching hashtags for events
Carri Bugbee

New Data Surrounding Twitter, TV, and Brand Messaging - 0 views

www.marketingcharts.com/...r-tv-and-brand-messaging-39270

socialTV social TV stats charts Twitter advertising

shared by Carri Bugbee on 17 Apr 14 - No Cached
  • recent study conducted by MarketShare suggests that TV ads are more effective when paired with paid Twitter advertising than without.
  • Nevertheless, advertisers in the US are seeing more ROI from their Twitter efforts, and 1 in 5 are now using Twitter in conjunction with a TV campaign, according to recent survey results from Ad Age.
  • Overall, 17.2 million unique authors sent tweets about TV during the study period, while 7.6 million tweeted about brands. The overlap results in 5.5 million people tweeting about both brands and TV. Among those 5.5 million, the most commonly tweeted brand categories were: consumer electronics (74%); restaurants (48%); food (29%); beverages (27%); and automotive (24%).
  • Carri Bugbee on 17 Apr 14
     
    related news, a recent study conducted by MarketShare suggests that TV ads are more effective when paired with paid Twitter advertising than without.
Carri Bugbee

Twitter Ad Strategy: Team Up With TV Content Creators - Businessweek - 0 views

www.businessweek.com/...am-up-with-tv-content-creators

shared by Carri Bugbee on 26 Apr 14 - No Cached
  • Twitter is specifically about what is happening right now,” says Ron Amram, senior media director of Heineken USA, adding that Amplify has become Twitter’s most promising ad tool. “To allow a brand to have real-time ownership of a video that says, ‘This is what you need to know right now’ is pretty powerful.”
  • To attract more social media attention, “marketers are taking moments that would have been talked about at the water cooler and are allowing them to unfold live,” says Adam Bain, Twitter’s president of global revenue.
  • A division of 30 employees works with media companies to ensure that networks and their actors tweet during broadcasts and that Twitter hashtags and user names appear on the screen
  • ...4 more annotations...
  • We are trying to make it feel like the television is magically beaming the clip down to your phone,” says Glenn Otis Brown, the senior director who heads Amplify and a former YouTube executive.
  • “What makes it work best is that it builds on our main screen,” says Jeff Lucas, the head of sales, music, and entertainment at Viacom Media Networks. “Consumers, particularly millennials, don’t want to miss out on a conversation,
  • The company wouldn’t say how it’s divvying up the Amplify ad revenue, but the media rights holders are taking the majority cut
  • “People can’t get enough video,” says Tom Bedecarre, chairman of digital advertising firm AKQA. “But if it’s not just any video, if Twitter has gone and cherry-picked all the best moments from cable networks, sports leagues, and all the top content owners, then they are going to have amazing content that people want.”
Carri Bugbee

TV Ads Have More Power On Twitter Users - CMO Today - WSJ - 0 views

blogs.wsj.com/...mary-meeker-twitter-tv-ads

socialTV social tv television Twitter TV advertising ads

shared by Carri Bugbee on 29 May 14 - No Cached
  • Carri Bugbee on 29 May 14
     
    TV Ads Have More Power On Twitter Users
Carri Bugbee

1 in 5 Second-Screeners Shop for Products Seen in TV Ads - 0 views

www.marketingcharts.com/...-products-seen-in-tv-ads-28575

television social TV second creen 2nd screens advertising ads shopping shoppers

shared by Carri Bugbee on 11 Apr 13 - No Cached
  • Among the most common is shopping for a product seen in an ad, by 19.4% of TV watchers who engage in second-screen activities.
  • That’s behind only learning about an actor/actress (29.8%) and learning about the show/movie (23.1%). The researchers note that shopping for products is most prevalent among laptop users and consumers in the 35-49 age group, and that “converting viewers into impulse shoppers has big potential impact for advertisers.”
  • Not too far behind the top tier of activities is discussing a show on a social networking site, cited by 14.8% of respondents. That’s a figure worth watching closely – as social TV has the potential to increase engagement. A just-released neuroscience study from MEC and Channel Seven in Australia discovered that interacting with social media while watching TV drove a 9% increase in program engagement among study participants, and that second-screen interaction aided recall of specific elements of the broadcast.
Carri Bugbee

Twittervision: Twitter Taps Video Via Amplify, TV Ad Targeting, Vine | Variety - 0 views

variety.com/...r-amplify-adam-bain-1200569725

socialTV social TV television tv Twitter Amplify advertising

shared by Carri Bugbee on 17 Apr 14 - No Cached
  • . In keeping with the company’s emphasis on being the go-to platform to collectively share experiences in real time, Costolo hinted, at a recent appearance at the Brookings Institute in Washington D.C., that Twitter is testing a feature that would allow users to essentially “replay” live events and pinpoint peak moments that can be viewed if missed the first time around.
  • Yet another form of video that will be coming to more and more Twitter feeds is TV Ad Targeting, a clever tool the company took out of beta last week that identifies someone who tweets about a show as likely to have just seen a commercial, and streams to them an accompanying digital promotion.
  • Twitter is also looking a lot like a venue for programming: Several innovative new episodic shortform series have used Twitter as a distribution platform in recent months.
  • ...9 more annotations...
  • “What it tells me is that Twitter is going to be a player in video distribution,” said Erik Flannigan, executive VP of multiplatform strategy and development at Viacom Entertainment Group
  • For Twitter, the advertising opportunity has come in an area that skeptics early on thought was inviolate territory: inside the stream of tweets from each user’s followers.
  • While Twitter has always been an effective springboard for TV, the platform previously strictly sent users to the TV set or to a link in another browser or app via retweet. That changed in June 2012, with the introduction of Twitter Cards, which essentially expanded a space once restricted to 140 characters to accommodate anything from a still photo to a video player — all without leaving Twitter.
  • For Twitter, Cards also paved the way for Amplify. Twitter first tested the initiative with ESPN last December during telecasts of BCS college football games. Thirty-second game highlights were targeted at sports fans in the Twittersphere just moments after they occurred in real time as a means of drawing more viewers from that segment of the audience most interested in the content, as well as to retain those already watching.
  • Twitter began bringing together other networks and advertisers for Amplify campaigns, including Turner Broadcasting with AT&T and Coke Zero for the NCAA men’s basketball tournament; and with Sprint, Taco Bell and Sony Pictures for NBA postseason games.
  • To wit, BBC America used Amplify for the season premiere of “Top Gear,” seeding Twitter with all sorts of video extras synched to the show’s airing but not available in the broadcast itself.
  • Having introduced TV Ad Targeting in beta mode in May, last week Twitter touted engagement metrics that should help encourage more advertisers to sign on. Among the first brands to experiment included Jaguar, Samsung and Holiday Inn.
  • Video can be intertwined with photos and text. It’s not entirely different from the model of so-called alternative reality games, but it is rooted on the social network instead of an array of websites. “I call it ‘disembodied media,’ ” said Mark Ghuneim, founder and CEO of social media tracking service Trendrr. “It’s a disembodied TV show taking place in disparate parts, times, and sources. It’s crazy in a great way.”
  • Interactive or participatory TV has been on the margins of the business for so long that it seems like it’s never going to happen. But Twitter may be just the soil where a long-delayed germination could actually take root. Let’s not forget that the average member of any audience has a device in their pocket capable of transmitting quality video — how can that not disrupt the traditional understanding of what programming is?
Carri Bugbee

Boxee Cozies Up to Broadcasters With Rebranded DVR | Variety - 0 views

variety.com/...xee-to-quick-revamp-1200343403

social TV Boxee television TV advertising DVR ads

shared by Carri Bugbee on 11 Apr 13 - No Cached
  • Boxee rebranded its box from Boxee TV to Boxee Cloud DVR and changed the services it offers.
  • “Our pitch to them is if we move the DVR to the cloud, we can do dynamic ad insertion, so instead of losing the ability to monetize that audience if they’re watching a week later or binge viewing if they’ve recorded the entire season, if you could serve fresh ads whenever somebody is watching it … that is a better way to monetize DVR.”
  • ed us to believe the future of TV is not apps, it’s the experience and the content.”
  • ...3 more annotations...
  • just five apps, including Netflix, YouTube and Pandora, get the majority of use on all connected devices.
  • There are going to be more audiences watching more video on more screens, a lot of new business models, a lot more people watching more stuff and being able to pay for it
  • right now content providers may be too concerned with content protection, at the expense of viewer engagement.
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